Loading...
Welcome
Sign up
Login
Browse Books
Deals
VIP
0
Loading...
Play Sample
Taking Aim at Attack Advertising: Understanding The Impact of Negative Campaigning in US Senate Races
Written by:
Kim Fridkin
,
Patrick Kenney
Narrated by:
Teri Schnaubelt
Unabridged Audiobook
Play Free
Add to Cart - $19.99
Remove from Cart
Give as a gift
Ratings
Book
1
Narrator
1
Release Date
August 2019
Duration
5 hours 7 minutes
Summary
Negative campaigning is a central component of politics in the United States. Yet, until now, demonstrating the impact of combative advertising on voters has been elusive. How can we reconcile the findings of a plethora of studies with the methods of politicians? This book cuts through to the central issue: how negative advertising influences voters' attitudes and actions. Focusing on US senatorial campaigns, Kim Fridkin and Patrick Kenney draw from surveys, experiments, facial expression analysis, content analyses, and focus groups. They develop the 'tolerance and tactics theory of negativity' that marries citizens' tolerance for negativity with campaign messages varying in their civility and relevance and demonstrate how citizens' beliefs and behaviors are affected. Using this original framework, they find harsh and relevant messages influence voters' decisions, especially for people with less tolerance for negativity. And, irrelevant and uncivil advertisements demobilize voters, with low tolerance individuals affected most sharply.
Browse By Category
Business & Economics
>
Marketing & Advertising
Non-Fiction
>
Current Affairs, Law, & Politics
1 book added to cart
Taking Aim at Attack Advertising:...
Kim Fridkin
Subtotal
$19.99
View Cart
Continue Browsing
~~title~~
~~carousel-body~~
Back
Next
~~book-title~~
By: ~~author-single-string~~
~~tag-text~~
© Copyright 2011 - 2024 Storytel Audiobooks USA LLC. All Rights Reserved.